Finding your Ideal Customer

And the benefit of niching down

I’ve been running businesses since my late twenties. Nearly 40 years now! Much of that time has been spent as a director or leading my own PR agency. Yet, despite decades of experience, capturing the attention of a specific audience remains one of the most challenging aspects of being a business owner.

In fact, I would go as far as to say, it’s a task that never ends.

It’s also the one aspect of being a business owner I would suggest nearly everyone I meet starting a business, struggles with. Whether it’s finding a local market that is frequented by enough customers eager to buy your product that your stall costs are covered AND you make a profit, or running an online business where you may be struggling to attract eyeballs.

It can feel like a never ending job, trying out different types of messaging on multiple social media platforms, experimenting to discover if one sentence appeals more than the other, to find the perfect combination which delivers enough customers, willing to pay the price you have set, to create the income stream you desire.

Because ultimately, that’s what running ANY business is all about.

Are there enough people out there willing to pay you what you require to make your business sustainable?

That’s where having a niche can be useful because instead of thinking of EVERYONE as your audience (which is rarely, if ever, true) you can focus on a much smaller pool of people, whom may be easier to find and for whom your service or product meets their need.

People who share a specific interest are much easier to find and target because they typically gather in identifiable places. For example:

Social Media Groups

• Facebook groups tailored to specific interests or industries.

• LinkedIn groups for professionals in niche fields.

• Reddit subreddits like r/smallbusiness or r/yourniche (e.g., r/knitting, r/veganrecipes) [index: 1].

Forums and Discussion Boards

• Niche-specific forums.

• Platforms like Quora for answering niche-specific questions.

Specialised Platforms

• Meetup (for local and virtual interest-based events).

Networking Events

• Industry trade shows or expos.

• Local business networking events like BNI or Chamber of Commerce meetings.

• Conferences and workshops aligned with your audience’s interests.

Coworking Spaces

• These often host events or attract professionals in specific niches.

Trade Associations

• Industry-specific groups.

Nonprofits or Advocacy Groups

• Organisations that align with your niche’s values or causes, such as Social Enterprise UK.

Marketplaces and Event Spaces

• Craft Fairs and Farmer’s Markets:
  Great for artisans and food-based businesses.

• Pedddle.com: A platform for finding local markets and events.

• Pop-Up Shops or Collaborative Spaces:
  Temporary locations that attract niche shoppers.

Educational Spaces

• Workshops and Classes:
  Hosting or participating in classes tailored to your niche attracts like-minded people.

• Eventbrite: A platform for finding and hosting workshops and classes.

• Universities and Academic Groups:
  Students and professionals in relevant fields of study.

Alternative Channels

• Podcasts:
  Both listening to and pitching to niche-specific podcasts can connect you with a targeted audience.

• Email Newsletters:
  Partnering with or subscribing to niche-focused newsletters can help identify or address an audience.

• YouTube Channels or Influencers:
  Collaborate with influencers or content creators with a highly targeted audience.rs with a highly targeted audience.

You may find one channel delivers ALL your customers, or two or three combined. The more you try at once, the more challenging it becomes to discover your ideal marketing channels. So test out one or two to start, and if they aren’t delivering customers to you, MOVE on.

Finally, it may seem obvious, but the more you know about your ideal customer and how your particular business solves some problem, frustration or desire they have, the easier the task of finding them becomes.

Are you able to specifically identify how your business helps them out in some big or not-so-big way?

If you need any help with this, and you’re a PAID FOR member of Get Work Done Club, book your 15 minute Office Hours with me, and let me help you to discover your niche.

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Dates for your Diary

All GWDC events are bookable via Eventbrite and you can book for the months ahead, which means you’ll receive reminders as and when they occur.

• Get Work Done Club Power Hour
  Saturday, 7 June 2025 at 10:00 BST

• Moving Forward Call
  Saturday, 21 June 2025 at 10:00 BST

There are numerous workshops that GWDC members can access for free. You will find the calendar of those upcoming events here.

• Creative Pricing Workshop
  Saturday, 31 May 2025 at 10:00 BST

• Service Pricing Strategies
  Tuesday, 3 June 2025 at 12:30 BST

• Selling through LinkedIn
  Tuesday, 10 June 2025 at 12:30 BST

• How to Sell Online
  Saturday, 14 June 2025 at 10:00 BST

• Introduction to AI with Nicky McKenna
  Tuesday, 17 June 2025 at 12:30 BST

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Join the GWDC as a Paid Subscriber:

Here’s what’s included when you join the GWDC as a PAID SUBSCRIBER:

Subscribed

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• Kickstart your Day is a daily mindfulness with Mark 8.30 am - 9 am Monday - Friday

• The Moving Forward Group, where you can address any challenges you’re facing.

• 15-minute office hours with either Mark or me to discuss whatever you want.

• Free workshops and exclusive discounts on tools like Hubspot, Dell products, and more.

The 15-minute office hours alone are worth £25, making this a fantastic deal at just £9.99/month or £99.99/year. You can subscribe or upgrade by clicking the button below.